ONLINE LISTENING There’s a variety of listening tools. They can give real- time reports on what’s said about your organiza-tion, who is talking and the general tone (+ive/-ive etc.)• Set clear monitoring objectives/

targets/parameters • Set up ‘intelligent monitoring’ -

quality vs quantity • Accept that issues will be

missed• Refine over time• Don’t discount your instincts;

software has limitations

SHOTGUN OR SHARPSHOOTChoose the channels that will reach your audiences di-rectly or help spread information as widely as possible.• Prepare for a conversation• Cross-link and consider taking your message off-

site to where conversation is most active• Help the crowd help you• Be pro-active and re-active

HOTWASHUse SEO tactics (yes, even when bad news strikes) and measure-ment tools to understand how information flowed.• Identify improvements• Remember: search engine

preference differs by country

ADJUSTUse SEO and measurement tools to understand info flow.• Identify gapts• Set clear targets/objectives• Communicate learnings • Recalibrate your 4 P’s

YES

New services come and go; stay up-to-date! Do we have a problem? NO

YES

YES NO

Do we need to respond, share information?

ACTIVATE THE CRISIS TEAMActivate a cross-functional team to speed up the process of:• Information gathering and analysis • Information production• Information dissemination• Engagement• Inquiry management and response Management -

Marketing - Communications - IT - Legal should be part of or linked to the team

Are people finding our information?

See our decision tree for evaluation- response options

For more info on our social media crisis communications training & workshops: http://bit.ly/oE8kU0

Social media make crisis communications and reputation management more complex - whilst at the same time offering an opportunity to improve an organization’s response strategy. This guide is a simple process to help communications profes-

sionals incorporate social media and digital communications into their crisis comms planning and response process.

Social Media Crisis Response Plan

RESOURCES

RESOURCES

RESOURCES

RESOURCES

FREE• Google Alerts/

Trends Google search

• Bing• SocialMention• Wazzup• Wikipedia• Flickr • Twitter Search• Topsy• Tweetscan• Yelp

4 P’s• POLICIES - already agreed• PLANS - established and tested • PLATFORMS - identified and integrated • PEOPLE - trained

• Blog• Google+ • Twitter • YouTube • Facebook

• Google Adwords• Google Insights • Google Trends • Google Analytics

SUBSCRIPTION • Lithium • radian6 • BuzzMetrics • Alterian • Trackur • Meltwater buzz • Buzz Capture • Hootesuite • Market Sentinel

• Quora• PIER Systems• Website • Ushahidi

• Yandex• Rakuten• Baidu• Weibo

SEO* Tactics*Search Engine Optimization